CasiNotes: The Lights at Harrah's becomes a tourist attraction

THAT BORGATA has it all, doesn't it? Ultraluxe accommodations. Fabulous restaurants. The biggest names in pop music and comedy. A great view of Harrah's Waterfront Tower.

That's right, a great view (from the rear of the building) of Harrah's Waterfront Tower.

And that's a good thing, because when the sun sets every evening, the 44-story Waterfront transforms from just another glass-and-steel high rise into Atlantic City's latest tourist attraction, The Lights at Harrah's.

That's the name given to the LED display that, insist Harrah's officials, constitutes the world's largest light-emitting diode board. Indeed, it's hard to believe there exists a larger one, considering it covers more than 4 million square feet.

What's more, there are approximately 33,000 linear feet (roughly 6 1/4 miles) of LED lighting that can churn out more than 1.5 million color combinations visible (weather permitting) about 10 miles away.

Some of the building's light show is promotional. The World Series of Poker (owned by Harrah's corporate parent) is a common theme, as is The Pool, the casino-hotel's indoor swimming club.

But it's the other, more eye-catching displays that have made the tower a must-see. These include cascading playing cards and the transformation of the building into a gigantic American flag, plus thousands of constantly changing abstract designs and color schemes.

"It's a fresh design every time you see it," said Danielle Mohn, the gambling den's vice president of marketing. "You don't catch the same thing every time."

According to Mohn, the Lights represent another piece of the puzzle the town must assemble as it seeks to remake itself from day trip destination for senior citizens to overnight playground for well-heeled baby boomers and Gen-Xers.

"We're bringing an outdoor show to Atlantic City. The visual impact rivals anything you'd find in Las Vegas," she bragged, citing such Las Vegas signatures as the Mirage's volcano and Bellagio's dancing fountains. "Or even New York."

Harrah's execs knew they had something special on their hands in the wake of the Lights' July 3 unveiling. They flipped the switch following the massive fireworks display Harrah's sponsored with next-door neighbor Borgata - without divulging their plans beforehand.

The digitally operated system, said Mohn, proved to be an instant hit with the public.

Much of what has been on display the past three months has been mothballed, said Mohn, as Harrah's rolls out new, season-specific designs. The current autumn-leaves motifs will be followed by an equally appropriate meteorological theme.

"We're going to digitally bring a snowflake experience to life," she said.

There will also be special Dec. 31 programming.

"We're going to have a New Year's Eve countdown outside," promised Mohn. "Something other than just watching the [Times Square] ball drop. Now you can watch the whole building!"

One of the biggest country acts of the past 20 years returns to AyCee tonight as

Brooks & Dunn

hit the Taj Mahal Arena.

The duo - Leon "Kix" Brooks and Ronnie Dunn - first partnered in 1991. Since then, the team has sold millions of singles and albums (including their signature tune, "Boot Scootin' Boogie") and copped a slew of major awards, including Country Music Association Vocal Duo of the Year, which they took home annually between 1992 and 2006, save for 2000, when Montgomery Gentry won.

Two tracks, 1996's "My Maria" and "Ain't Nothing 'Bout You" (2001), were chosen as country single of the year by Billboard magazine. Brooks & Dunn's most recent CD, "Cowboy Town," was released a year ago.

Taj Mahal, Boardwalk at Virginia Avenue, 8:30 tonight, $76.50 and $59.50, 800-736-1420, www.ticketmaster.com.

Last month it was Lynda "Wonder Woman" Carter at Harrah's. This weekend, another 1970s TV icon is in AyCee.

Jimmie "J.J." Walker, who played the goofy J.J. on "Good Times," finishes out his week-long headlining stint at the Comedy Stop inside the Tropicana. Walker, a Comedy Stop regular, usually riffs on politics, race and other au courant topics.

Also on the bill are Geoff Tate and Brian McFadden. *

Tropicana, Boardwalk at Brighton Avenue, 9 and 11:15 tonight and tomorrow, 9 p.m. Sunday, $28 (tonight and tomorrow) and $23. 800-736-1420, www.ticketmaster.com.

Chuck Darrow has covered Atlantic City and the casino industry for more than 20 years. Read his blog at

http://go.philly.com/casinotes. Or e-mail him at darrowc@phillynews.com.